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I applaud Network Appliance for officially changing its name to NetApp. Everybody called the company NetApp anyway, and that's 11 fewer keystrokes needed to type the name on first reference.
But I wonder if the change will do NetApp any good. Despite statements from its executives, the company isn't suffering from a lack of name recognition. Almost all mainstream NAS purchasers have NetApp on their short lists, so the company is well known among storage buyers.
If those s...
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ame purchasers' companies fail to consider NetApp for other storage products, that's for reasons outside of its name. Maybe it's because enterprise shops don't yet take NetApp's FAS6000 seriously as a high-end SAN system, or because NetApp hasn't done a good job of integrating acquired technologies such as a clustered file system (Spinnaker), encryption (Decru) and replication software (Topio). Changing the name of the company fails to solve any of those problems.
--Dave Raffo
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